A Case Study On Social Media Marketing Management Of DR Branch D Bank

"Social marketing network is a trend of marketing, such as facebook, twitter and other social networking tools which even have the ability of changing the society. "This is the view of Kotler Philip who is called the father of morden marketing. In the environment of mobile Internet and with the popularity of using sophisticated technology and micro-channel increasingly, people's daily lifestyles have changed in the social network. Besides, the way of brand marketing and positions also have changed with it. Of course, financial institutions are represented by the bank which will not unwilling to lag behind and tries to use the social marketing.In recent years, due to the large of WeChat users which is the potential business opportunity and micro-channel marketing is favored by more and more industries. Only a handful of WeChat public platform can try out the implementation of precision marketing in the social media environment, so in all areas of industry, WeChat marketing just keeps growing. In the mobile Internet era, bank's WeChat platform is seen as a new service mode which its growth rate may be referred gangbusters.But there are so many problems which exist in domestic banks' WeChat platforms,such as few user activity and hard to translate information into results and weak marketing trend and a single type of business and users' privacy and other security threats. From traditional marketing to the new media marketing, marketing activities should be customer-centric but not product-centric, which is the essence of mobile Internet environment of marketing communications. In the public WeChat platform, based on the view of user-centric, the marketing services are interactive intelligence and begin to meet the needs of users,so as to carry out customized development.Public WeChat platform is for good interaction,easy to use and intelligent modules. In order to provide good service experience for users, security can not be ignored. To solve the users' concerns must be set the toppest priority. Public WeChat platform is a totally new thing which has its advantage. The actual problems with the system security certification and regulatory vacuum, etc., are required to solve.Given the facts above, this article aims to extract 107 information contents which from DR sub-branch of D bank to see as samples. By using the "5R" theory and technology acceptance model, to analyse bank's WeChat management and provide us with some useful reference.